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From Roger Blackwell,called the "guru of...how to do business in a global marketplace"by the New York Times,comes a revolutionary new book that turns the traditional retailing paradigm on its head,providing businesspeople looking to dominate the marketplace of the new millennium with the key to the future:demand-chain management.

"The traditional approach to retailing-beginning at the point of manufacture and ending with the sale to the c***umer-is gravely out of date and simply unrealistic,"explains Blackwell,one of the foremost authorities on con-explains Blackwell,one of the foremost authorities on con-sumer behavior and retailing worldwide."In an ultracom-petitive marketplace,manufacturers can no longer dictate what c***umers will buy.The savvy c***umer is more edu-cated than ever as to what he or she wants and where to get it at the best price.Using this information to develop the products c***umers are looking for is demand-chain man-agement."

In From Mind to Market,Blackwell shows how and why reinventing the retail supply chain can make or break a company's profitability in the new economy.When com-panies like Wal-Mart,Kinko's,and Service Corp.Interna-tional adopted active,c***umer-driven marketing strategies in place of traditionally passive supplier/c***umer relation-ships,they not only became more profitable-they became market leaders as well.From Mind to Market leader and how any com-pany,large or small,can beat its competition by employing visionary leadership strategies.In addition,From Mind to Market glimpses how.

作者简介：

ROGER D.BLACKWELL is a professor of marketing at the Ohio State Universith and president of Blackwell Associates,Inc.,a con-sulting firm through which he has worked with many of America's most successful companies.

Acknowledgments

Foreword

Introduction

ONE

C***umer-Driven Demand Chains

TWO

Meeting the Needs of Today's C***umers

THREE

Demographic Trends:A Road Map to the Future

FOUR

Changing C***umer Lifestyles

FIVE

Ffueling Demand Chains with Knowledge

SIX

Shifting Functi*** Among Supply-Chain Players

SEVEN

Speed to Market

EIGHT

Strategies of Winning Retailers

NINE

The Final Link of the Demand Chain

Index

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书籍介绍

"Anyone in business today who hopes to be in business tomorrow needs to understand the rules of the new marketplace," says Roger Blackwell, one of the most sought-after authorities on c***umer behavior and marketing. The traditional approach to retailing, beginning at the point of manufacture and ending with the sale to the c***umer, is out of date and unrealistic. "In an ultracompetitive marketplace, manufacturers can no longer dictate what c***umers will buy. The savvy c***umer is more educated than ever as to what he or she wants and where to get it at the best price. Using this information to develop the products c***umers are looking for is demand-chain management."

Featuring visionary companies like Wal-Mart, AT&T and Kinko's, whose leadership as demand-chain managers is helping them to create the marketplace of the 21st-century, Blackwell illustrates the cutting-edge concept of demand-chain management and its role in revolutionizing retailing in the new millennium.